SEATTLE — Amazon.com has plans to take its Seattle brick-and-mortar bookstore experiment to hundreds of locations across the country, the CEO of a huge mall operator said Tuesday.
In an earnings call with analysts, General Growth Properties CEO Sandeep Mathrani said that Amazon’s goal “is to open, as I understand, 300 to 400 bookstores.”
The executive was discussing how malls are still relevant to customers and actually complementary to booming e-commerce, because it’s a convenient place not only to browse merchandise but also to make in-store returns.
E-commerce is “actually your friend, not your enemy,” Mathrani said.
Amazon’s first-ever brick-and-mortar bookstore opened in Seattle last November, betting that its rich hoard of data would allow it to pick books local readers would actually like, making a store run more efficiently. The company didn’t immediately return a request for comment.
If true, Amazon’s mall foray would fall in line with similar moves by other Internet-based retailers, such as Bonobos and Warby Parker, both of which opened locations in Seattle last year.